The campaign started in Montana in 2005 when the state was ranked #5 in the nation for meth abuse. The campaign used TV, radio, print, and billboards all to get the word out about the dangers of the drug. Arizona, Hawaii, Idaho, Colorado, Georgia, Wyoming, and good old Illinois have since then adopted the campaign.
Since then, Montana is now ranked #39 in the nation for meth abuse. Teen meth use has decreased by 63% and adult meth use has a declined 72%. Those are pretty astonishing numbers, but I believe the reason they are so high are because of the PR tactics throughout the campaign.
Since the effects of methamphetamine to the body are so extreme, it was easy to come up with horrifying ads to scare the bejeezus out of kids.
This is the first ad that I ever saw a couple years ago. Girls are so concerned about their image, this ad probably had a major effect on them.
"Our first campaign focused on the impact Meth has on the individual—the user. Our latest ads show the collateral damage that occurs to users' family and friends. This new concept is based directly on input from teens."
Thomas M. Siebel
The Meth Project
Founder and Chairman
The Meth Project
Founder and Chairman
The way the campaign is constantly changing their ads is a great way to reach their audience. Here's a link to all the videos, just to give everyone the creeps. =)
